New Templates for Sales and Marketing Use Cases to Accelerate Deployment and Time to Value

Joe Goldberg

Director of Product Marketing, Sigma

A key mission for Sigma is to make it easier and faster for our customers to get to insights and value. In line with that, we are excited to announce new templates for sales and marketing analytical use cases that will appeal to both Sigma Administrators and also sales and marketing business users. These templates include rich, pre-built worksheets and dashboards, leading to accelerated deployment and adoption, and fast time-to-value.

Let’s dive deeper into Sigma templates, including the problem they solve and the detail behind them.

Sigma Templates

Prior to templates, Sigma Administrators and users would have to build worksheets and dashboards from scratch for all use cases. We wanted to make this process easier on customers to save them time and get them to insights faster. So a few months ago, Sigma built the first templates to begin to alleviate this issue.

Templates are pre-built content for Sigma, typically a worksheet and dashboard, aimed at a specific use case, type of data, or Sigma partner technology, that can be deployed quickly so content does not need to be built from scratch. Sigma Administrators deploy the templates, and once deployed the template content can be viewed or edited by other users based on their permissions. The first templates were built for Snowflake usage and adoption, Lacework security events, and COVID-19 data from the Snowflake Marketplace.

What we are now announcing is three new templates aimed at departmental use cases. All of them leverage Salesforce data in a Cloud Data Warehouse (CDW) and include a Sigma worksheet and dashboard. And unlike the prior templates, these ones leverage customer data, not data from partners or external sources.

The three templates address the use cases below. More detail, including screenshots, are further down in this blog.

  1. Sales Performance
  2. Opportunity Overview
  3. Campaign Performance

As part of the release of these three new templates, Sigma also made two other major enhancements to templates overall:

  • The templates are now shown front-and-center on the Sigma home page in the UI to Administrators so they are easier to find to drive quick deployment and adoption.
  • In the Sigma interface, a user-friendly, intuitive wizard guides the Administrator through the process of deploying a template, including drop-downs to map the Sigma template to the correct CDW and tables so the worksheet and dashboard can be populated within seconds.

Benefits of the New Templates

The benefits of these new use case templates include

Accelerated Deployment

The templates can be deployed in seconds by Sigma Administrators to jump start a Sigma deployment or entry into the Sales and Marketing departments. We want ABI teams and business users to see immediate value and the “art of the possible” in Sigma fast without having to build content from scratch.

Fast Time to Insight and Value

The templates enable users to get to immediate insight and value. Each template contains a rich worksheet that pulls from numerous tables of Salesforce data in your CDW and goes down to the lowest level of detail (rows of data) to facilitate data exploration. These worksheets also include calculations, metrics, and KPIs that are best practices for the use case.

In turn these worksheets power dashboards which have elegant visualizations of these calculations, metrics and KPIs. The dashboards also contain filters to help users only see data relevant to their needs. As is the case with all Sigma dashboards, with a single click on a dashboard visualization, users can get to the underlying worksheet and lowest level of data, where the users can do more data exploration and answer any questions the visualization raised.

Together, the template worksheet and dashboard allow sales and marketing teams to quickly measure and manage activities, and explore data to drive further insights.

Easy Customization for Better Analysis

While templates enable immediate value, they are fundamentally designed to be strong starting points of content for the organization to customize to meet their specific needs and requirements. The rich worksheet of the template, combined with Sigma’s easy to use spreadsheet-like interface, make it easy, even for non-technical business users, to explore the raw data and generate new, meaningful visualizations that can be quickly added to the template dashboard. This ease of customization ensures more value and insight are generated for business users and fuels more adoption, usage, and value.

Gone are the days of waiting on the BI team to provide analysis and answers. Sales and Marketing will now be able to answer their own questions to quickly improve decisions, optimize activities and resources, and maximize ROI and the bottom line.

Detail and Screenshots of the New Templates

All of the three new templates leverage Salesforce data and tables in the CDW.

Salesforce Sales Performance

This template is focused primarily on the sales department and the dashboard provides the visualizations shown below on bookings, pipeline forecast, annual contract value, win rate, and average selling price.

The filters on the page enable the quick filtering of bookings or pipeline by absolute or relative time periods. Bookings dimension can also be filtered by type, title or rep. Pipeline dimension can be filtered by stage, type, title or rep. These filters make it easy for the viewer to see the visualizations in a manner that makes most sense for their needs and goals.

Below is a screenshot of the underlying worksheet driving this dashboard. It has over 50 columns of relevant Salesforce sales data from the CDW. This rich data, at the lowest level of detail, helps with data exploration and creating new visualizations that can be added back to the template dashboard.

Sales teams can use this information to optimize performance. If for example, pipeline looks low, steps can then be quickly taken by sales and marketing to try to increase it with pipeline generation activities or activities to try to move more opportunities from early stages to later ones. Or, if the win rate is lower than expected, the visualization can be clicked into to get to the underlying detail on which deals have been lost. More action can then be taken to learn why to fix this and improve the win rate.

Salesforce Opportunity Overview

Focused primarily on the sales department, the dashboard of this template shows key accounts and the open opportunities, sales representative, amount, close date, stage, and next steps for each one. The filters at the top facilitate narrowing down the visualization to specific data of interest. The underlying worksheet ties back to over 50 columns of relevant Salesforce sales data from the CDW.

This is helpful for individual sales reps so they can easily see the larger opportunities they should be focusing on and next steps to move the deal forward. Also, when sales managers do forecast or deal review meetings with individual reps, the manager can use this dashboard to easily filter down to the specific rep they are speaking with to facilitate and focus the conversation.

Salesforce Campaign Performance

Focused primarily on the marketing department, the dashboard of this template shows marketing campaign performance analysis covering response rates, lead conversion percentages, pipeline generated, pipeline conversion percentages, campaign emails, and performance of each campaign by type and name. Filters enable the easy filtering of data based on campaign start/end dates, and also based on the status of the campaign. This template leverages data from Salesforce that was fed in from marketing sources, such as Hubspot or Marketo. The underlying worksheet ties back to over 75 columns of relevant Salesforce sales and marketing data from the CDW.

Marketing teams can use this rich data to see how campaigns are performing and contributing to pipeline. Actions can then be taken to optimize campaigns, including potentially shifting spend from under-performing campaigns to over-performing ones, to maximize marketing spend ROI and pipeline generation.

Screenshot of the New Template Deployment page

Shown below is the new, simplified Sigma interface for deploying templates and mapping them to CDW tables in seconds.

For more detailed information on how to deploy and configure templates, see the documentation on the new Sales and Marketing templates and an Overview on templates.

Stay Tuned for More! In the future, we will release more templates for departmental use cases and more enhancements around templates overall. This includes auto-mapping for templates which automates the already-simple process of mapping Sigma templates to CDW tables. Also, if the required CDW tables are not present, this auto-mapping capability will alert you to the fact.


In closing, the new Sigma templates are pre-built worksheets and dashboards for specific Sales and Marketing use cases. They can be deployed in seconds to accelerate deployment, usage, and time to value. And they can easily be customized to meet your specific needs. With templates, Sales and Marketing teams will find it easier to to perform analytics to measure and optimize their activities and spend, which in turn improves the bottom line.

If you are a Sigma administrator or are in the Sales and Marketing teams and have the need for these templates, log into your account now to deploy and start using them. Get the most out of your data and users with Sigma!

Have a question? Reach out to your Sigma account representative, or email us at support@sigmacomputing.com

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